B2B marketers are in a pretty good mood as they enter 2023, even as they struggle to realize their account-based marketing strategies, according to Plotting A Course Through Turbulent Times, a study by Dun & Bradstreet.
Of the marketers polled, 86% are confident about the year to come, and 34% are very confident.
That said, 86% feel their overall business performance is still being impacted by the COVID-19 pandemic, 30% claiming it is very much affected. And they face these challenges:
In response, B2B brands worked to enhance their ABM strategies.
For instance, 60% say their firms shifted or increased their focus on growing business with existing accounts, while 59% say they have shifted focus to new customer acquisition and 52% are looking at customer retention (to reduce churn).
Those that aren’t using ABM cite:
But once committed to ABM, these are the critical factors that they say drive success:
Dun & Bradstreet surveyed 600 B2B sales, marketing and data leaders in the U.S., Canada and the U.K. in August-September 2022.